Impact of smartphones, self-determination and patience on subjective well-being of bottom of pyramid customers
DOI:
https://doi.org/10.5585/remark.v20i2.17569Keywords:
Non-essential purchases, Bottom of pyramid, Self-determination, Subjective well-being, PatienceAbstract
Objective: This paper aims to analyze the impact of non-essential purchases, particularly smartphones on self-determination and subjective well-being of bottom of pyramid customers. It also studies the impact of patience on self-determination and subjective well-being of such customers.
Methodology: 665 questionnaires were personally administered to respondents. Partial Least Squares Structural Equation Modelling (PLS SEM) was performed using Smart PLS software to test multiple dependency relationships between non-essential purchases, self-determination, subjective well-being and patience.
Main Results: Non-essential purchases, particularly smartphones, had a direct impact on self-determination and an indirect impact on subjective well-being of bottom of pyramid customers. Non-essential purchases fulfilled psychological needs for autonomy and relatedness that led to subjective well-being. Moreover, patience was established as a significant predictor of self-determination and subjective well-being.
Theoretical/ Methodological contributions: This paper makes a theoretical contribution by connecting social identity theory, theory of self-determination and patience with non-essential purchases and subjective well-being of bottom of pyramid customers.
Relevance/ originality: Relatively fewer researches are available in Western marketing literature that connect patience with self-determination and subjective well-being of bottom of pyramid consumers. The novel insight of this research showed that when poverty related adverse situations tend to lower self-determination and subjective well-being of BoP customers, patience does not let them despair.
Management and social implications: Marketers can use the insights from this research to develop products that satisfy bottom of pyramid customer’s psychological needs for autonomy, and relatedness that lead to subjective wellbeing in a consumer society.
Downloads
References
Abor, J. Y., Amidu, M., & Issahaku, H. (2018). Mobile telephony, financial inclusion and inclusive growth. Journal of African Business, 19(3), 430-453.
Adkins, N. R., & Ozanne, J. L. (2005). The low literate consumer. Journal of Consumer Research, 32(1), 93-105.
Alba, J. W., & Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology, 23(1), 2-18.
Alexander, C. S., & Prasad, A. (2014). Bottom-up workplace law enforcement: an empirical analysis. Ind. LJ 89, 1069.
Alkire, S., & Santos, M. E. (2010). Acute multidimensional poverty: A new index for developing countries.
Aro, R., & Wilska, T.-A. (2014). Standard of living, consumption norms, and perceived necessities. International Journal of Sociology and Social Policy.
Arora, P. (2016). Bottom of the data pyramid: Big data and the global South. International Journal of Communication, 10, 1681-1699.
Atkin, D., Colson-Sihra, E., & Shayo, M. (2019). How Do We Choose Our Identity? A Revealed Preference Approach Using Food Consumption (No. w25693). National Bureau of Economic Research.
Baishya, K. a. (2020). Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid. International Journal of Information Management, 51.
Bartikowski, B., Laroche, M., Jamal, A., & Yang, Z. (2018). The type-of-internet-access digital divide and the well-being of ethnic minority and majority consumers: A multi-country investigation. Journal of Business Research, 82, 373-380.
Beaton, D. E., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2000). Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, 25(24), 3186-3191.
Blocker, C. P., Ruth, J. A., Sridharan, S., Beckwith, C., Ekici, A., Goudie-Hutton, M., . . . Varman, R. (2013). Understanding poverty and promoting poverty alleviation through transformative consumer research. Journal of Business Research, 66(8), 1195-1202.
Brown, K. W., Kasser, T., Ryan, R. M., & Konow, J. (2016). Materialism, spending, and affect: an event-sampling study of marketplace behavior and its affective costs. Journal of Happiness Studies, 17(6), 2277-2292.
Butt, A. R. (2020, February 26). Second-hand mobile sale-purchase business- complete guide. Phone World.
Cannon, C., Goldsmith, K., & Roux, C. (2019). A self‐regulatory model of resource scarcity. Journal of Consumer Psychology, 29(1), 104-127.
Chikweche, T., & Fletcher, R. (2012). Undertaking research at the bottom of the pyramid using qualitative methods: From theoretical considerations to practical realities. Qualitative Market Research: An International Journal, 15(3), 242-267.
Diener, E., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The Satisfaction with Life Scale. Journal of Personality Assessment, 49, 71-75.
Diener, E., Oishi, S., & Lucas, R. E. (2015). National accounts of subjective well-being. American Psychologist, 70(3), 234-242.
Epstein, J., Santo, R. M., & Guillemin, F. (2015). A review of guidelines for cross-cultural adaptation of questionnaires could not bring out a consensus. Journal of Clinical Epidemiology, 68(4), 435-441.
Farooq, M. (2019, February 5). Profit Today. Retrieved June 28, 2020, from https://profit.pakistantoday.com.pk/2019/02/05/active-social-media-users-in-pakistan-grow-by-5-7-report/
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Garrett, B., & Karnani, A. (2010). Challenges in marketing socially useful goods to the poor. California Management Review, 52(4), 29-47.
Garson, G. D. (2016). Partial Least squares: Regression and Structural Equation Models. Asheboro: Statistical Publishing Associates.
Gupta, S., & Srivastav, P. (2016). An exploratory investigation of aspirational consumption at the bottom of the pyramid. Journal of International Consumer Marketing, 28(1), 2-15.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis 6th ed. Pearson Precntice Hall.
Hair, J. F., Gabriel, M., & Patel, V. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2).
Hamilton, K. (2012). Low-income families and coping through brands: inclusion or stigma? Sociology, 46(1), 74-90.
Hamilton, K., Piacentini, M. G., Banister, E., Barriosd, A., Blockere, C. P., Colemanf, C. A., . . . Saatciogluk, B. (2014). Poverty in consumer culture: towards a transformative social representation. Journal of Marketing Management, 30(17-18), 1833-1857.
Haybron, D. M. (2016). The philosophical basis of eudaimonic psychology. In D. M. Haybron, Handbook of eudaimonic well-being (pp. 27-53). Cham: Springer.
Henriksen, J., Henriksson, P., & Wadsten, L. (2018). We Are What We Buy: An exploratory study of how young Swedish consumers construct their identities through luxury consumption. Retrieved from http://www.diva-portal.org/smash/get/diva2:1213799/FULLTEXT01.pdf
Henseler, J., Fassott, G., Dijkstra, T. K., & Wilson, B. (2012). Analysing quadratic effects of formative constructs by means of variance-based structural equation modelling. European Journal of Information Systems, 21(1), 99-112.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems, 116(1), 2-20.
Hill, R. P. (2018). Theory of marketplace morality and impoverished consumers. Marketing Theory, 18(3), 411-420.
Hill, R. P., Martin, K. D., & Chaplin, L. N. (2012). A tale of two marketplaces: Consumption restriction, social comparison, and life satisfaction. Marketing Letters, 23(3), 731-744.
Howell, R. T. (2009). The mediators of experiential purchases: Determining the impact of psychological needs satisfaction and social comparison. The Journal of Positive Psychology, 4(6), 511-522.
Jafari, A., Dedeoğlu, A. Ö., Regany, F., Üstündağli, E., & Batat, W. (2015). Rethinking religion in the context of ethnicity and well-being. Marketing Theory, 15(2), 287-295.
Javed, K., & Awan, M. S. (2020). Spatial and Gender Based Comparison of Multidimensional Poverty: Household Level Analysis from Pakistan. European Online Journal of Natural and Social Sciences, 9(1), 121.
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS‐SEM: The inverse square root and gamma‐exponential methods. Information Systems Journal, 28(1), 227-261.
Martin, K. D., & Hill, R. P. (2011). Life satisfaction, self-determination, and consumption adequacy at the bottom of the pyramid. Journal of Consumer Research, 38(6), 1155-1168.
Martin, K. D., & Hill, R. P. (2015). Saving and well-being at the base of the pyramid: Implications for transformative financial services delivery. Journal of Service Research, 18(3), 405-421.
Moldes, O., Banerjee, R., Easterbrook, M. J., Harris, P. R., & Dittmar, H. (2019). Identity changes and well-being gains of spending money on material and experiential consumer products. Journal of Economic Psychology, 72, 229-244.
Mukherjee, S., Jebarajakirthy, C., & Datta, B. (2020). Retailer selection compulsion in the subsistence markets. Journal of Retailing and Consumer Services, 52.
Oishi, S., & Diener, E. (2014). Residents of poor nations have a greater sense of meaning in life than residents of wealthy nations. Psychological Science, 25(2), 422-430.
Okeleke, K. (2019). The power of mobile to accelerate digital transformation in Pakistan. GSMA Assoication.
Pearce, K. E., & Rice, R. E. (2013). Digital divides from access to activities: Comparing mobile and personal computer Internet users. Journal of Communication, 63(4), 721-744.
Prahalad, D. (2019, January 2). The new fortune at the bottom of the pyramid. Strategy + Business, 94.
Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of consumer Research, 31(1), 209-219.
Ringle, C., Silva, D. D., & Bido, D. (2015). Structural equation modeling with the SmartPLS. Brazilian Journal Of Marketing, 13(2).
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Handbook of market research, 1-40.
Schnitker, S. A. (2012). An examination of patience and well-being. The Journal of Positive Psychology, 7(4), 263-280.
Schnitker, S. A., Houltberg, B., Dyrness, W., & Redmond, N. (2017). The virtue of patience, spirituality, and suffering: Integrating lessons from positive psychology, psychology of religion, and Christian theology. Psychology of Religion and Spirituality, 9(3), 264-275.
Sekaran, U., & Bougie, R. (2012). Research Methods for Business- A Skill Building Approach. Wiley.
Sharma, Y., & Nasreen, R. (2018). Pereived consumer-centric marketing-mix at urban bottom of the pyramid - an empirical study of non-core food items. International Journal of Information, Business and Management, 10(1), 89-107.
Srivastava, A., Mukherjee, S., & Jebarajakirthy, C. (2020). Aspirational consumption at the bottom of pyramid: A review of literature and future research directions. Journal of Business Research, 110, 246-259.
Stets, J. E., & Serpe, R. T. (2013). Identity theory. In J. E. Stets, & R. T. Serpe, Handbook of social psychology (pp. 31-60). Dordrecht: Springer.
Sun, Y., Wang, R., Xu, Y., & Jiang, J. (2019). Will recalling a purchase increase your well‐being? The sequential mediating roles of postpurchase sharing and relatedness need satisfaction. Asian Journal of Social Psychology, 22(4), 391-400.
UNDP. (2008). Creating value for all: Strategies for doing business with the poor. United Nations Development programm.
World Bank Development Research Group. (2017). Retrieved September 19, 2017, from World Bank Development Research Group: https://data.worldbank.org/indicator/SI.POV.DDAY
Yurdakal, D., Atik, D., & Dholakia, N. (2017). Redefining the bottom of the pyramid from a marketing perspective. Marketing Theory,, 1-15.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods. Cengage Learning.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Revista Brasileira de Marketing – ReMark
![Creative Commons License](http://i.creativecommons.org/l/by-nc-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.